It seems like that changed somewhere around the turn of the century, whereby businesses started to decide that it was better to cut down on customer service, and in some cases, go so far as to ban customers. The first cases of this I recall reading about had to do with Best Buy, and specifically their policy of banning people from their stores who made a lot of returns.
I'm not really sure how it ultimately maths out - i.e., whether it's long-term optimal to drop troublesome customers or merely short-term optimal, and this was primarily taken from the perspective of retail.
As such, I'm sure the math changes a little for subscription services. However, I also recall my prior employer's support activity followed a power law distribution across its clients, so it wouldn't surprise me if a policy to drop particularly noisy clients is a net savings there as well.
It is cheaper than British banks for international transfers. Its business accounts are both easier to open and cheaper to run than those of the banks.
You are right that transfers from personal bank accounts in the UK are usually free and rapid (usually immediate, guaranteed to be within two hours), and similar or better in many other places, but Wise still has an offering beyond that.